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Monday, December 24, 2012

4.4% of all advertising spend is expected to come from mobile in 2017

The total value of the mobile marketing and advertising market worldwide will grow from €3.8 billion (£3.1 billion) last year to €19.7 billion in 2017, according to a research report from Berg Insight. That’s a compound annual growth rate of 31%.

It means mobile marketing and advertising would account for 15.5% of the total online ad market and 4.4% of the total global advertising spend across all media.

Rickard Andersson, Telecom Analyst at Berg Insight, said “Consumers are currently devoting a quarter of their media consumption time on mobile devices, yet the channel only attracts slightly more than 1 percent of the ad dollars. The unique targeting possibilities and new creative ad units suitable for mobile devices will spur mobile ad spend to increase severalfold in the medium-term.”

The report notes that the mobile marketing industry has not reached maturity, resulting in a variety of companies approaching mobile ads from different perspectives. Google and Apple have their AdMob and iAd platforms, Microsoft and Yahoo! are also involved and Facebook has moved into the mobile ad market as well. In addition, specialist advertising businesses including Millennial Media, InMobi, Smaato and Amobee are working in the same space. Berg Insight expects further consolidation to result in a few dominant digital advertising networks spanning all types of devices.

[Report brochure (pdf)]

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